Waitrose has launched a new seasonal campaign to promote its premium No.1 range, with a nationwide initiative developed by Saatchi & Saatchi.

Earlier this year, Waitrose revamped its No.1 range, with a third of the products being either new or updated.

The campaign, which spans OOH, social media, and print, humorously highlights moments where enjoying high-quality food takes precedence over everything else.

It brings this concept to life through various scenarios, with the tagline ‘No.1 Always Comes First’. The playful creative features characters making the universal ‘one-minute please’ gesture, whether it’s for a satisfying breakfast before walking the dog or a delicious dinner before offering wardrobe advice to a partner.

Nathan Ansell, Waitrose Customer Director, said: “Our No.1 range is the ultimate brand for food lovers, and this campaign humorously captures what really matters to our customers—quality and taste. Saatchi & Saatchi has shown that our customers prioritize what’s on their plate, and we can’t wait to see how it resonates.”

Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, added: “This is a great visual concept for Waitrose’s No.1 range, showing how the love for excellent food makes us prioritize it above everything else.”

This is the first campaign Saatchi & Saatchi has created for Waitrose’s No.1 range, with creative work by Pete Ioulianou and Ollie Agius. Manning Gottlieb OMD handling the media.